Abstract:- Company’s ability to maintain satisfying customer relationships requires an understanding ofconsumer buying behaviour. This refers to the buying behaviour of consumers who purchaseproducts or services for their personal or household use. Consumers have limited time, energyand financial resources. Within the available resources, they make purchase and consumptionchoices as they wish. Consumers purchasing decisions take place over a period of time. Theoverall goal during this decision process is to evaluate various alternatives and choose theproduct that satisfies the consumer in an optimal way.

Consumers get influenced by severalmajor factors while they make their decisions. These factors can be grouped as:· social,· cultural,· psychological· personal factors etc.